{"id":3379,"date":"2026-04-10T03:00:00","date_gmt":"2026-04-09T18:00:00","guid":{"rendered":"https:\/\/team-y5.com\/fukugyo-sensei\/?p=3379"},"modified":"2026-04-05T12:17:09","modified_gmt":"2026-04-05T03:17:09","slug":"marketing-ab-test","status":"publish","type":"post","link":"https:\/\/team-y5.com\/fukugyo-sensei\/marketing-ab-test\/","title":{"rendered":"\u3010\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u624b\u6cd5 No.94\u3011AB\u30c6\u30b9\u30c8\u2500\u2500\u30c7\u30fc\u30bf\u3067\u610f\u601d\u6c7a\u5b9a\u3057\u6210\u679c\u3092\u6700\u5927\u5316\u3059\u308b\u691c\u8a3c\u306e\u57fa\u672c"},"content":{"rendered":"
\n
MARKETING METHODS \u2500\u2500 \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u624b\u6cd5 \u2500\u2500 No.94<\/span><\/p>\n

AB\u30c6\u30b9\u30c8<\/h1>\n

\u300c\u52d8\u300d\u3067\u306f\u306a\u304f\u300c\u30c7\u30fc\u30bf\u300d\u3067\u610f\u601d\u6c7a\u5b9a\u3059\u308b\u30022\u3064\u306e\u6848\u3092\u540c\u6642\u306b\u6bd4\u8f03\u3057\u3001\u6210\u679c\u3092\u79d1\u5b66\u7684\u306b\u6700\u5927\u5316\u3059\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u691c\u8a3c\u306e\u57fa\u672c\u624b\u6cd5\u3002<\/p>\n

\u30c7\u30fc\u30bf\u30c9\u30ea\u30d6\u30f3<\/span>
\n\u4eee\u8aac\u691c\u8a3c<\/span>
\nCVR\u6539\u5584<\/span><\/div>\n<\/div>\n\n\n\n
\u96e3\u6613\u5ea6<\/span>\u2605\u2605\u2605\u2606\u2606<\/span><\/td>\n\u52b9\u679c\u306e\u901f\u3055<\/span>\u4e2d\u301c\u901f\u3044<\/span><\/td>\n\u30b3\u30b9\u30c8<\/span>\u4f4e\u301c\u4e2d<\/span><\/td>\n\u526f\u696d\u9069\u5408\u5ea6<\/span>\u2605\u2605\u2605\u2605\u2606<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\ud83d\udccc<\/span>
\nAB\u30c6\u30b9\u30c8 \u3068\u306f\u4f55\u304b<\/span><\/div>\n

AB\u30c6\u30b9\u30c8\u3068\u306f\u30012\u3064\u306e\u30d1\u30bf\u30fc\u30f3\uff08A\u6848\u3068B\u6848\uff09\u3092\u540c\u6642\u306b\u30e6\u30fc\u30b6\u30fc\u306b\u63d0\u793a\u3057\u3001\u3069\u3061\u3089\u304c\u3088\u308a\u9ad8\u3044\u6210\u679c\u3092\u3082\u305f\u3089\u3059\u304b\u3092\u30c7\u30fc\u30bf\u3067\u6bd4\u8f03\u30fb\u691c\u8a3c\u3059\u308b\u624b\u6cd5\u3060\u3002
\n\u300c\u30b9\u30d7\u30ea\u30c3\u30c8\u30c6\u30b9\u30c8\u300d\u3068\u3082\u547c\u3070\u308c\u308b\u3002<\/p>\n

\u4f8b\u3048\u3070\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u30da\u30fc\u30b8\u306e\u30dc\u30bf\u30f3\u6587\u8a00\u3092\u300c\u4eca\u3059\u3050\u7533\u3057\u8fbc\u3080\u300d\uff08A\u6848\uff09\u3068\u300c\u7121\u6599\u3067\u8a66\u3059\u300d\uff08B\u6848\uff09\u306b\u5206\u3051\u3001\u8a2a\u554f\u8005\u3092\u30e9\u30f3\u30c0\u30e0\u306b\u632f\u308a\u5206\u3051\u3066\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u7387\uff08CVR\uff1d\u6210\u7d04\u7387\uff09\u3092\u8a08\u6e2c\u3059\u308b\u3002
\n\u3069\u3061\u3089\u304c\u512a\u308c\u3066\u3044\u308b\u304b\u3092”\u611f\u899a”\u3067\u306f\u306a\u304f”\u7d71\u8a08\u7684\u306a\u4e8b\u5b9f”\u3068\u3057\u3066\u78ba\u8a8d\u3067\u304d\u308b\u306e\u304c\u6700\u5927\u306e\u5f37\u307f\u3060\u3002<\/p>\n

AB\u30c6\u30b9\u30c8\u306e\u6982\u5ff5\u306f1920\u5e74\u4ee3\u306e\u8fb2\u696d\u5b9f\u9a13\uff08Ronald Fisher\u306b\u3088\u308b\u5bfe\u7167\u5b9f\u9a13\uff09\u306b\u7aef\u3092\u767a\u3057\u30012000\u5e74\u4ee3\u4ee5\u964d\u306fGoogle\u3084Amazon\u306a\u3069\u306e\u30c6\u30c3\u30af\u4f01\u696d\u304cWeb\u6539\u5584\u306b\u7a4d\u6975\u7684\u306b\u6d3b\u7528\u3057\u305f\u3053\u3068\u3067\u6025\u901f\u306b\u666e\u53ca\u3002
\n\u73fe\u5728\u3067\u306f\u3001\u30e1\u30fc\u30eb\u4ef6\u540d\u30fb\u5e83\u544a\u30d0\u30ca\u30fc\u30fbSNS\u6295\u7a3f\u30fbEC\u30b5\u30a4\u30c8\u306e\u5546\u54c1\u30da\u30fc\u30b8\u30fb\u6599\u91d1\u8868\u306e\u898b\u305b\u65b9\u306a\u3069\u3001\u3042\u3089\u3086\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u65bd\u7b56\u306b\u5fdc\u7528\u3055\u308c\u3066\u3044\u308b\u3002<\/p>\n

\u526f\u696d\u30fb\u500b\u4eba\u30d3\u30b8\u30cd\u30b9\u306b\u3068\u3063\u3066\u3082\u3001\u9650\u3089\u308c\u305f\u4e88\u7b97\u3068\u6642\u9593\u306e\u4e2d\u3067\u300c\u3069\u3053\u306b\u6295\u8cc7\u3059\u308c\u3070\u6700\u3082\u30ea\u30bf\u30fc\u30f3\u304c\u5927\u304d\u3044\u304b\u300d\u3092\u5224\u65ad\u3059\u308b\u305f\u3081\u306e\u3001\u30b3\u30b9\u30d1\u6700\u9ad8\u306e\u610f\u601d\u6c7a\u5b9a\u30c4\u30fc\u30eb\u3068\u3044\u3048\u308b\u3002<\/p>\n

\ud83d\uddc2\ufe0f<\/span>
\nAB\u30c6\u30b9\u30c8\u306e\u57fa\u672c\u30d5\u30ec\u30fc\u30e0\u30ef\u30fc\u30af<\/span><\/div>\n
FRAMEWORK<\/span><\/p>\n\n\n\n\n
\u2460 \u4eee\u8aac\uff08Hypothesis\uff09<\/span>\u300c\u3007\u3007\u3092\u5909\u3048\u308c\u3070\u25b3\u25b3\u304c\u6539\u5584\u3055\u308c\u308b\u306f\u305a\u3060\u300d\u3068\u3044\u3046\u5177\u4f53\u7684\u306a\u4e88\u6e2c\u3092\u7acb\u3066\u308b\u3002\u6839\u62e0\u306e\u3042\u308b\u4eee\u8aac\u304c\u3001\u30c6\u30b9\u30c8\u306e\u8cea\u3092\u6c7a\u3081\u308b\u3002<\/span><\/td>\n\u2461 \u5909\u6570\uff08Variable\uff09<\/span>\u30c6\u30b9\u30c8\u3067\u5909\u66f4\u3059\u308b\u306e\u306f1\u8981\u7d20\u306e\u307f\u3002\u898b\u51fa\u3057\u30fb\u30dc\u30bf\u30f3\u8272\u30fbCTA\u6587\u8a00\u306a\u3069\u30011\u5ea6\u306b\u8907\u6570\u3092\u5909\u3048\u308b\u3068\u539f\u56e0\u306e\u7279\u5b9a\u304c\u56f0\u96e3\u306b\u306a\u308b\u3002<\/span><\/td>\n<\/tr>\n
\u2462 \u8a08\u6e2c\u6307\u6a19\uff08KPI\uff09<\/span>\u4f55\u3092\u3082\u3063\u3066\u300c\u52dd\u3061\u300d\u3068\u5224\u65ad\u3059\u308b\u304b\u3092\u4e8b\u524d\u306b\u8a2d\u5b9a\u3002CVR\u30fb\u30af\u30ea\u30c3\u30af\u7387\uff08CTR\uff09\u30fb\u958b\u5c01\u7387\u30fb\u58f2\u4e0a\u91d1\u984d\u306a\u3069\u3001\u76ee\u7684\u306b\u5408\u3063\u305f\u6307\u6a19\u30921\u3064\u6c7a\u3081\u308b\u3002<\/span><\/td>\n\u2463 \u7d71\u8a08\u7684\u6709\u610f\u6027\uff08Significance\uff09<\/span>\u300c\u5076\u7136\u306e\u5dee\u300d\u3067\u306f\u306a\u3044\u3053\u3068\u3092\u793a\u3059\u4fe1\u983c\u5ea6\u3002\u4e00\u822c\u7684\u306b95%\u4ee5\u4e0a\uff08p\u50240.05\u4ee5\u4e0b\uff09\u3092\u78ba\u8a8d\u3057\u3066\u304b\u3089\u7d50\u8ad6\u3092\u51fa\u3059\u306e\u304c\u57fa\u672c\u3002<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
\u2699\ufe0f<\/span>
\nAB\u30c6\u30b9\u30c8\u306e\u5b9f\u8df5\u30b9\u30c6\u30c3\u30d7<\/span><\/div>\n
\n
1<\/div>\n
\u8ab2\u984c\u306e\u7279\u5b9a\u3068\u4eee\u8aac\u306e\u8a2d\u5b9a<\/span>
\n\u307e\u305a\u300c\u3069\u3053\u306b\u554f\u984c\u304c\u3042\u308b\u304b\u300d\u3092\u660e\u78ba\u306b\u3059\u308b\u3002Google\u30a2\u30ca\u30ea\u30c6\u30a3\u30af\u30b9\u30fb\u30d2\u30fc\u30c8\u30de\u30c3\u30d7\u30fb\u30e6\u30fc\u30b6\u30fc\u306e\u58f0\u306a\u3069\u304b\u3089\u30dc\u30c8\u30eb\u30cd\u30c3\u30af\u3092\u7279\u5b9a\u3057\u3001\u300c\u3053\u3053\u3092\u3053\u3046\u5909\u3048\u308c\u3070\u6539\u5584\u3059\u308b\u300d\u3068\u3044\u3046\u4eee\u8aac\u3092\u8a00\u8a9e\u5316\u3002\u6839\u62e0\u306a\u304d\u601d\u3044\u3064\u304d\u3067\u306f\u306a\u304f\u3001\u30c7\u30fc\u30bf\u306b\u57fa\u3065\u304f\u4eee\u8aac\u8a2d\u5b9a\u304c\u6210\u529f\u7387\u3092\u9ad8\u3081\u308b\u3002<\/span><\/div>\n<\/div>\n
\n
2<\/div>\n
\u30c6\u30b9\u30c8\u306e\u8a2d\u8a08\u3068\u6e96\u5099<\/span>
\nA\u6848\uff08\u73fe\u884c\uff09\u3068B\u6848\uff08\u6539\u5584\uff09\u3092\u7528\u610f\u3057\u3001\u30c6\u30b9\u30c8\u30c4\u30fc\u30eb\u3092\u8a2d\u5b9a\u3059\u308b\u3002Web\u30da\u30fc\u30b8\u306a\u3089\u300cGoogle Optimize\uff08\u5f8c\u7d99\uff1aVWO\u30fbOptimizely\u30fbABsmartly\uff09\u300d\u3001\u30e1\u30fc\u30eb\u914d\u4fe1\u306a\u3089\u5404ESP\u306e\u5185\u8535\u6a5f\u80fd\u304c\u4f7f\u3048\u308b\u3002\u526f\u696d\u30d6\u30ed\u30b0\u3084LP\uff08\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u30da\u30fc\u30b8\uff09\u306a\u3089\u7121\u6599\u306eGoogle Optimize\u306e\u5f8c\u7d99\u30c4\u30fc\u30eb\u3084\u3001Mailchimp\u306eAB\u30c6\u30b9\u30c8\u6a5f\u80fd\u3067\u3082\u5341\u5206\u5bfe\u5fdc\u53ef\u80fd\u3060\u3002<\/span><\/div>\n<\/div>\n
\n
3<\/div>\n
\u30c6\u30b9\u30c8\u306e\u5b9f\u65bd\u3068\u8a08\u6e2c<\/span>
\n\u30e6\u30fc\u30b6\u30fc\u3092\u30e9\u30f3\u30c0\u30e0\u306b\u632f\u308a\u5206\u3051\u3001\u5341\u5206\u306a\u30b5\u30f3\u30d7\u30eb\u6570\u304c\u96c6\u307e\u308b\u307e\u3067\u30c6\u30b9\u30c8\u3092\u7d99\u7d9a\u3059\u308b\u3002\u300c\u306a\u3093\u3068\u306a\u304f\u826f\u3055\u305d\u3046\u300d\u306a\u6bb5\u968e\u3067\u65e9\u671f\u7d42\u4e86\u3059\u308b\u306e\u306f\u53b3\u7981\u3002\u4e00\u822c\u7684\u306b\u6700\u4f4e100\u301c200\u4ef6\u306e\u76ee\u6a19\u9054\u6210\u6570\uff08\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u6570\uff09\u304c\u76ee\u5b89\u3002\u671f\u9593\u306f\u6700\u4f4e1\u301c2\u9031\u9593\u3092\u78ba\u4fdd\u3057\u3001\u66dc\u65e5\u30fb\u6642\u9593\u5e2f\u306e\u504f\u308a\u3092\u6392\u9664\u3059\u308b\u3002<\/span><\/div>\n<\/div>\n
\n
4<\/div>\n
\u7d50\u679c\u306e\u5206\u6790\u3068\u6b21\u306e\u4eee\u8aac\u3078<\/span>
\n\u7d71\u8a08\u7684\u6709\u610f\u6027\u3092\u78ba\u8a8d\u3057\u305f\u4e0a\u3067\u52dd\u8005\u3092\u5b9f\u88c5\u3002\u91cd\u8981\u306a\u306e\u306f\u300c\u306a\u305c\u305d\u306e\u7d50\u679c\u306b\u306a\u3063\u305f\u304b\u300d\u306e\u8003\u5bdf\u3060\u3002\u7d50\u679c\u304b\u3089\u65b0\u305f\u306a\u4eee\u8aac\u3092\u7acb\u3066\u3001\u6b21\u306eAB\u30c6\u30b9\u30c8\u3078\u3068\u3064\u306a\u3052\u308b\u3002AB\u30c6\u30b9\u30c8\u306f1\u56de\u3067\u7d42\u308f\u308a\u3067\u306f\u306a\u304f\u3001\u7d99\u7d9a\u7684\u306a\u6539\u5584\u30b5\u30a4\u30af\u30eb\uff08\u6210\u9577\u30eb\u30fc\u30d7\uff09\u3092\u751f\u3080\u3002<\/span><\/div>\n<\/div>\n
\ud83c\udfe2<\/span>
\n\u4f01\u696d\u4e8b\u4f8b<\/span><\/div>\n
CASE 01 \u2500\u2500 Booking.com<\/span>
\n\u5e74\u95931,000\u4ef6\u8d85\u306eAB\u30c6\u30b9\u30c8\u3067\u4e16\u754c\u6700\u5927\u7d1a\u306e\u5bbf\u6cca\u4e88\u7d04\u30b5\u30a4\u30c8\u3078<\/span>
\nBooking.com\u306f\u5e38\u6642\u6570\u767e\u301c1,000\u4ef6\u4ee5\u4e0a\u306eAB\u30c6\u30b9\u30c8\u3092\u540c\u6642\u4e26\u884c\u3067\u5b9f\u65bd\u3059\u308b\u3053\u3068\u3067\u77e5\u3089\u308c\u308b\u3002\u30dc\u30bf\u30f3\u306e\u8272\u30fb\u6b8b\u5ba4\u6570\u306e\u8868\u793a\u65b9\u6cd5\u30fb\u30ec\u30d3\u30e5\u30fc\u30b9\u30b3\u30a2\u306e\u898b\u305b\u65b9\u30fb\u7dca\u6025\u6027\u3092\u717d\u308b\u30b3\u30d4\u30fc\u306e\u6587\u8a00\u306a\u3069\u3001\u7d30\u90e8\u306b\u308f\u305f\u308b\u7d99\u7d9a\u7684\u306a\u6539\u5584\u3092\u7a4d\u307f\u91cd\u306d\u305f\u7d50\u679c\u3001\u73fe\u5728\u306e\u9ad8\u3044CVR\u3068\u5e02\u5834\u30b7\u30a7\u30a2\u3092\u5b9f\u73fe\u3002\u540c\u793e\u306e\u30c7\u30fc\u30bf\u30b5\u30a4\u30a8\u30f3\u30b9\u30c1\u30fc\u30e0\u306f\u300c\u30c6\u30b9\u30c8\u3057\u306a\u3044\u610f\u601d\u6c7a\u5b9a\u306f\u3057\u306a\u3044\u300d\u3092\u6587\u5316\u3068\u3057\u3066\u6839\u4ed8\u304b\u305b\u3066\u304a\u308a\u3001\u793e\u5185\u3067\u306f\u300c\u5b9f\u9a13\u6587\u5316\uff08Experimentation Culture\uff09\u300d\u3068\u547c\u3070\u308c\u3066\u3044\u308b\u3002\u526f\u696d\u8996\u70b9\u3067\u306f\u300c\u5c0f\u3055\u306a\u6539\u5584\u306e\u7a4d\u307f\u91cd\u306d\u304c\u3084\u304c\u3066\u5927\u304d\u306a\u5dee\u306b\u306a\u308b\u300d\u3053\u3068\u3092\u8a3c\u660e\u3057\u305f\u597d\u4e8b\u4f8b\u3060\u3002<\/span><\/div>\n
CASE 02 \u2500\u2500 Obama 2008\u5e74\u5927\u7d71\u9818\u9078\u6319\u30ad\u30e3\u30f3\u30da\u30fc\u30f3<\/span>
\nAB\u30c6\u30b9\u30c8\u3067\u30e1\u30fc\u30eb\u52df\u91d1\u984d\u3092\u7d04$60M\uff08\u7d0490\u5104\u5186\uff09\u5897\u52a0<\/span>
\n\u30d0\u30e9\u30af\u30fb\u30aa\u30d0\u30de\u306e2008\u5e74\u5927\u7d71\u9818\u9078\u6319\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u30c1\u30fc\u30e0\u306f\u3001\u5bc4\u4ed8\u52df\u96c6\u30e1\u30fc\u30eb\u306e\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u30da\u30fc\u30b8\u3067AB\u30c6\u30b9\u30c8\u3092\u5fb9\u5e95\u7684\u306b\u5b9f\u65bd\u3002\u30d2\u30fc\u30ed\u30fc\u753b\u50cf\uff08\u5199\u771fvs\u52d5\u753b\uff09\u3001\u30dc\u30bf\u30f3\u6587\u8a00\uff08\u300cSign Up\u300d\u300cLearn More\u300d\u300cJoin Us Now\u300d\u300cSign Up Now\u300d\u306e4\u6848\u6bd4\u8f03\uff09\u306a\u3069\u8907\u6570\u306e\u8981\u7d20\u3092\u30c6\u30b9\u30c8\u3057\u305f\u7d50\u679c\u3001\u6700\u7d42\u7684\u306b\u6700\u512a\u79c0\u306e\u7d44\u307f\u5408\u308f\u305b\u306f\u6700\u4f4e\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u306e\u6848\u306b\u6bd4\u3079\u3066\u30e1\u30fc\u30eb\u767b\u9332\u7387\u304c\u7d0440.6%\u6539\u5584\u3002\u3053\u306e\u5b9f\u9a13\u306b\u3088\u3063\u3066\u63a8\u8a08\u3067\u8ffd\u52a0\u306e\u5bc4\u4ed8\u91d1$60M\u4ee5\u4e0a\u3092\u7372\u5f97\u3057\u305f\u3068\u3055\u308c\u3066\u3044\u308b\u3002\u500b\u4eba\u306e\u526f\u696d\u3067\u3082\u3001\u30e1\u30fc\u30eb\u767b\u9332\u30d5\u30a9\u30fc\u30e0\u306eCTA\u6587\u8a00\u4e00\u3064\u3067\u6210\u679c\u304c\u5927\u304d\u304f\u5909\u308f\u308b\u3053\u3068\u3092\u793a\u3059\u8c61\u5fb4\u7684\u306a\u4e8b\u4f8b\u3060\u3002<\/span><\/div>\n
\ud83c\udfaf<\/span>
\n\u526f\u696d\u30fb\u500b\u4eba\u30d3\u30b8\u30cd\u30b9\u3078\u306e\u6d3b\u7528\u6cd5<\/span><\/div>\n

AB\u30c6\u30b9\u30c8\u306f\u5927\u4f01\u696d\u3060\u3051\u306e\u8a71\u3067\u306f\u306a\u3044\u3002
\n\u30c8\u30e9\u30d5\u30a3\u30c3\u30af\u304c\u5c11\u306a\u304f\u3066\u3082\u3001\u300c\u6b63\u3057\u3044\u8a2d\u8a08\u300d\u3067\u5b9f\u65bd\u3059\u308c\u3070\u500b\u4eba\u30d3\u30b8\u30cd\u30b9\u3067\u3082\u5341\u5206\u306b\u6a5f\u80fd\u3059\u308b\u3002
\n\u3080\u3057\u308d\u526f\u696d\u3067\u306f\u300c\u9650\u3089\u308c\u305f\u30ea\u30bd\u30fc\u30b9\u3067\u6700\u5927\u6210\u679c\u300d\u3092\u51fa\u3059\u3053\u3068\u304c\u547d\u984c\u3067\u3042\u308b\u305f\u3081\u3001\u611f\u899a\u3067\u306f\u306a\u304f\u30c7\u30fc\u30bf\u3067\u6539\u5584\u65b9\u5411\u3092\u78ba\u8a8d\u3067\u304d\u308bAB\u30c6\u30b9\u30c8\u306f\u76f8\u6027\u629c\u7fa4\u3060\u3002<\/p>\n

\u25b7 \u4eca\u65e5\u304b\u3089\u4f7f\u3048\u308b\u5b9f\u88c5\u4f8b<\/span><\/p>\n